Wayland Strategic Plan 2015-2020

While Wayland Baptist University’s commitment to academic excellence and student engagement continues to flourish in 2014, the current national economic climate and institution-specific challenges necessitated a comprehensive planning effort.  Widespread buy-in of the plan coupled with an across-the-board implementation and execution will be essential to ensure that Wayland Baptist University continues to serve its students.

2015-2020 University Strategic Plan - Revised 5/11/2015

Wayland Baptist University’s Identity

The university seeks to educate its students by developing them intellectually, physically, spiritually, and socially, preparing them to move into a variety of professions or into further study.  Wayland offers a strong liberal arts education to meet the needs of both traditional and non-traditional students.  Through the main campus in Plainview and multiple campuses, domestic, international, and virtual, Wayland offers courses leading to undergraduate and graduate degrees.  The university employs faculty, staff, and administrators dedicated to its mission and seeks to attract a student body from diverse socioeconomic, cultural, ethnic, religious, and geographical backgrounds.  Wayland serves its students and other constituencies by providing appropriate academic, technical, and professional expertise; spiritual resources; and cultural and athletic events.


Commitment to Student Learning - Deuteronomy 6:4-7; Psalm 1:1-6, 119:1-176; Proverbs 9:7-10; Matthew 11:28-30, 28:18-20; Luke 2:52

Christian Distinctiveness and Baptist Heritage - Matthew 5:13-16; John 1:1-18, 3:16; Romans 5:1-6; 1 Corinthians 13:1-13; 2 Corinthians 5:17-21; Philippians 2:1-11

Integrity, Diversity, Trust, and Respect - Proverbs 22:1; Matthew 7:1-12, 22:36-40; Romans 12:4-21; 1 Corinthians 8:9; Galatians 5:22-26, 6:1-10; Philippians 2:14-16; James 2:1-13

Excellence, Innovation, and Adaptability - Matthew 5:48; Acts 1:8; Philippians 4:8; Colossians 3:17; 1 Timothy 4:12

Service to Our Communities - Micah 6:8; Matthew 25:34-46; Romans 13:10, 15:1-7; 1 Corinthians 9:22; James 1:27

Personal, Professional, and Spiritual Development - Matthew 5: 3-12; Luke 9:23; Romans 12:1-2; 1 Peter 1:5-9

Stewardship of Our Resources - Matthew 22:21, 25:14-30; 2 Timothy 1:7

Planning and Accountability - Proverbs 3:5-6, 16:3, 21:5; Jeremiah 29:11; Matthew 7:15-20, 10:16; Luke 14:28-33; Colossians 4:5-6

Environmental Responsibility - Genesis 1:27-30; Psalm 8:1-9; Colossians 1:15-20; Revelation 21:1-5


Wayland Baptist University will be an environmentally responsible, international multi-campus system offering innovative, academically challenging, and distinctively Christian undergraduate and graduate education through multiple delivery systems to military and civilian students around the world.

Wayland Baptist University exists to educate students in an academically challenging, learning-focused, and distinctively Christian environment for professional success and service to God and humankind.

 As we strive to Be Focused from 2015-2020, several key themes emerge from this plan:

Be Proactive – Strong resource base that allows for greater accessibility, continued quality and financial stability, improved security

Be Relevant – Thriving in changing environment, meeting marketplace needs, career/placement enhancement, targeted recruiting using technology
Be Involved – Servant leadership, environmental responsibility, strategic partnerships, advocate for Christian liberal arts education
Be Distinctive – Christian emphasis, establish reputation for greatness in academics and customer service, effectively marketing the university on all channels

Be Effective – Student success, retention improvement, tutoring services, employee service and efficiency, balanced workload and salaries, employee satisfaction

To navigate this difficult environment, the Wayland Baptist University strategic planning process which began in February 2013 was completed following a full review by the university community in September 2014. 

  • February 2013 - Identified Key Performance Indicators (KPIs)
  • March 2013 – Approved final KPI listing; began External Environment Assessment (PEST Scan – using 2012 Environmental Scan) and Cross-Impact Analysis of Assessment on KPIs
  • June 2013 – Reviewed Cross-Impact Analysis and began to identify Relevant Opportunities and Threats
  • August 2013 – Continued Cross-Impact Analysis review ; conducted Internal Environment Assessment
  • September 2013 – Conducted Cross-Impact Analysis of Internal Environment Assessment on KPIs; identified relevant Strengths and Weaknesses.
  • October 2013 – Began planning for Focus Groups of faculty, staff, and students
  • November 2013 – Conducted Focus Groups of faculty, staff, and students with more than 250 people from the Clovis, Lubbock, Wichita Falls, and Plainview campuses.
  • December 2013 – Analyzed of KPIs against SWOT analysis, Cross-Impact Analysis of Ideas against KPIs
  • January, February, March 2014 – Developed and formalized goals
  • April, May, June, August, September 2014 – Developed and formalized strategies/objectives
  • September 2014 – Plan distributed to the University Community for comment and review
  • October 2014 – Presented to the Board of Trustees for initial review